With "Zeher" being seen as a hit in Bollywood, director Mohit Suri is on cloud nine.

"It's a cause for celebration no doubt. The film has been ranked as the third successful film in recent times in the category of 'Page 3' and 'Black'," Suri as saying.

The first week distributors' share for "Zeher" in Mumbai is said to be Rs.7.1 million (with the net collections in Mumbai at Rs.14 million). The film has got an encouraging response in some areas in north India also.

So how much have the titillating scenes contributed to its success?

"I don't deny that the sex factor and the perception about it being a film with hot scenes got me the first three days initial. But after that it was the sheer merit of the film that made the difference.

"If sex alone was enough to generate business, why did 'Fun' go unnoticed? Or for that matter, why does a film like 'Laila' have no takers?"